UK’s ageist attitudes revealed in new report

A study by the Centre for Ageing Better has claimed that the UK’s attitudes to ageing are overwhelmingly negative, with older people subject to a litany of damaging stereotypes.

The report, Doddery but dear?, found that older workers are seen as having lower levels of performance, less ability to learn, and being more costly than younger workers. In health and social care, the review found that stereotypes are even more negative, with attitudes focusing on death and physical decline, and ageing seen as a process of increasingly bad health.

The ageing charity lays much of this blame in the hands of the media, who are deemed a ‘key driver of negative attitudes’, often representing ageing as a crisis or a societal burden. It highlights the use of terms such as ‘grey tsunami’, ‘demographic cliff’ and ‘demographic timebomb’ as examples.

Ageing Better is calling for a fundamental culture shift to overturn what it calls an ‘ingrained culture’ of ‘pity and dislike’ towards older people.

Anna Dixon, chief executive at the Centre for Ageing Better, said: "Ageism, like any other form of prejudice, has a profound effect on our self-esteem, our wellbeing and the way we experience day-to-day life. Our new research shows that in spite of the progress we’ve made towards challenging discrimination in Britain, we still have an ingrained culture of pity, dislike and disassociation towards older people.

“Most of us are living many years longer than previous generations and this is a gift to be celebrated. But the outdated and harmful attitudes laid bare in this research are preventing too many people from making the most of those extra years. Ageism is deeply damaging, and yet all too often it isn’t taken as seriously as other forms of prejudice or discrimination. Britain is long overdue a fundamental culture shift to overturn these attitudes, and the media needs to reflect the diverse experiences of people in later life.”